Last week, Liontrust Asset Management confirmed pre-tax profits down by £13.5 million on the previous year.

Despite some success with both its First Growth Fund (12th in its sector of 314 funds over six months) and the Liontrust First Opportunities Fund (26th in the same sector), assets under management are continuing to fall – standing at £1.1 billion as at 15 June.

Investors may not have been aware of the company’s successful funds because there had been somewhat of a breakdown in communication until a few months ago.

The company’s website previously did not feature any information on the management teams of two of the funds, advertising had been negligible and those funds that were marketed were put out to investors with no clear unique-selling-point.

But recently appointed chief executive John Ions has recognised these failings and has set about re-energising the business to appeal to investors as it once did.

Ions has ruled out a rapid expansion in the range of funds, instead concentrating on select areas where the business is able to attract new talent.

He explains, ‘We are not trying to broaden our range too quickly but we will expand where we can get the right calibre of people.

‘Too many times investors have been sucked in by companies saying ‘buy this, it’s great’ when you’re going towards to peak of an asset bubble.’

Ions says the company would consider new launches in areas like Asia if it could attract the right managers, but would need to work on the distribution of its funds in order to justify that.

‘A new launch would have to add value – it is not just about putting another £500 million of assets on. We have a pretty compelling proposition right now.’

Despite the recent preliminary results, the newly appointed chief executive says that investors need not worry about the financial strength of the business.

‘Liontrust as a business is well capitalised but it has been through a turbulent period but if you look at the numbers on the performance side, they have been very strong.’

Ions does have a point – £1,000 invested in the Liontrust First Growth fund over the five years to the 31 May 2010 would have returned £1,347, according to figures from Trustnet.

More to follow.....